According to the press release, the new tagline “reminds people that no matter who they are, they can order how they want to in Burger King restaurants and that they can and should live how they want anytime. It’s OK to not be perfect. Self-expression is most important and it’s our differences that make us individuals instead of robots.”So why bother changing the tagline? Fernando Machado, the chain’s senior VP-global brand marketing, said that while “Have It Your Way” was more about the “functional side” of Burger King, letting customers know that customization was always an option.
May 19, 2014 at 4:30 PM EDT